Wine Marketing

Expand your expertise with the latest evidence-based research into wine marketing. Based on the fundamental concepts from international bestseller How Brands Grow, our 12 module course is taught by world-leading wine marketing experts. You will benefit from the opportunity to network with industry leaders and see evidence in practice on a one-day study tour in one of South Australia’s iconic wine regions.


What you will discover:

  • consumer behaviour patterns for the wine market
  • what drives brand reputation
  • pros and cons of different routes to market
  • how to build an online presence
  • best-practice for negotiating with channel partners

Registration for this course is now closed.

If you would like to register your interest in attending this course in 2019 please contact us.

How you will benefit:

Key benefits will vary depending on your specific interests and area of focus. Some key takeaways include:

  • how to develop strategies to achieve brand growth
  • evidence to support decision making and guide your brand growth strategy
  • tips on how to build your on-line presence
  • an understanding of consumer purchasing behaviour for wine & spirits
  • guidelines for sourcing appropriate distribution channels
  • tactics for strategic negotiations with channel partners

Register your interest

View course outline





Get in touch to find out more about our executive education courses in wine marketing.


This course completely changed my understanding of basic marketing sales and branding concepts. I now have a much deeper research driven outlook, which I think will add an immense benefit to my organisation… Every marketing manager in the Australian wine business should do this course.

Debbie Lauritz – Senior Winemaker, Wine Insights



Because of the Ehrenberg-Bass Institute’s knowledge of brands and consumer behaviour, our group learned things that we cannot access elsewhere.

Prof. Herve Remaud – KEDGE Business School in Bordeaux



Our Expert Speakers

Assoc. Prof. Armando Maria Corsi
Senior Marketing Scientist, Ehrenberg-Bass Institute
Introduction to wine marketing

Gary Edwards
Influence Expert
Principles of negotiation 

Peter Bailey
Manager of Market Insights, Wine Australia
The Australian wine and spirits market

Peter Fuller
Managing Director, Fuller Communication
Social media

Jason Nikolas
Director of Marketing Manager & Events, Sixteen Dots
Branding (for real)

Prof. Larry Lockshin
Professor of Wine Marketing, Ehrenberg-Bass Institute
Packaging and labelling

Assoc. Prof. John Dawes
Senior Marketing Scientist, Ehrenberg-Bass Institute
Pricing and promotions

Jane Paull
Senior Wine Lecturer, WSET
Wine tasting and dinner: A journey through Australian wines

Steve Dunn
Senior Marketing Scientist, Ehrenberg-Bass Institute
Principles of retailing

Prof. Herve Remaud
Senior Professor of Marketing, KEDGE Business School in Bordeaux
How wine brands grow

Dr Justin Cohen
Senior Marketing Scientist, Ehrenberg-Bass Institute
The Chinese wine market

Professor Johan Bruwer
Senior Marketing Scientist, Ehrenberg-Bass Institute
DTC and cellar doors

@EhrenbergBasson Twitter

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The Ehrenberg-Bass Institute for Marketing Science is the world’s largest centre for research into marketing. Our team of market research experts can help you grow your brand and develop a culture of evidence-based marketing.